Nathan’s signs 10-year deal with new stadiums

Both the Yankees and the Mets have signed the same Long Island icon: Westbury-based Nathan’s Famous.

The hot dog retailer has closed two 10-year deals to be the house brand for franks at both new stadiums, Citi Field and Yankee Stadium. Nathan’s joins Pepsi and Budweiser as food and beverage brands shared by both ballparks.

“These are our two biggest ventures in sports stadiums,” said Nathan’s spokesman Wayne Norbitz. “We feel it’s a perfect fit for us, a perfect place for us to be. The exposure is terrific.”

Although Nathan’s is the official hot dog at both stadiums, that doesn’t mean all hot dogs sold at either must be Nathan’s. “A small amount of the overall hot dogs will not be ours,” Norbitz said.

Nathan’s, which also has signage and a sea of logos at stands at both stadiums, held deals with Yankee stadium since 2000 and began serving at Shea Stadium a few years later. The firm announced a multi-year Mets deal a few weeks ago and the Yankees deal March 30, but only confirmed April 2 that both are a decade long.

“A Nathan’s Famous hot dog and fries are staples of the ballpark experience,” New York Mets Executive Vice President Dave Howard said in a written statement. “Continuing our partnership with Nathan’s Famous at Citi Field combines Mets tradition with a landmark New York institution.”

Yankees Senior Vice President of Corporate Sales Michael J. Tusiani said his firm is happy about this “long-term partnership” and looks forward to introducing more Nathan’s products.

Norbitz said the number of hot dogs sold at games usually equals half on the stadium attendance. He said the Yankees drew roughly 4 million and the Mets drew about 3 million fans last year, with Nathan’s comprising the bulk of sales.

Nathan’s chief executive Eric Gatoff said about 1.5 million Nathan’s hot dogs were sold at Yankee Stadium last year. “That’s a lot of hot dogs,” Norbitz said.

Nathan’s also has deals at the Prudential Center where the New Jersey Devils hockey team plays and the Nassau Coliseum where the Islanders skate.

The Nathan’s restaurant system spans 250 units, including 245 franchised or licensed units and five company-owned restaurants.

2 comments

I’m happy to hear this Long Island success story
for Nathan’s hot dogs and fries. They are my
absolute favorites. Unfortunately, I eat them
only rarely to keep my cholestol down.
— David Pinkowitz (www.dcpmarketing.com)